Will Whiting, Luke Patton and Joshua Ogden co-founded Justified Studio, a design and technology studio, in 2018 to reprioritise sustainability within creativity. Working mainly with companies in the green and sustainable industries – such as the United Nations, its first retained client – the studio is committed to inspiring change, re-writing narratives and creating impact by focusing on positive, mission-driven projects. Its new website re-centres its purpose, simplifying its offering and bolstering its strategy, design and technology capabilities.
Few studios can boldly and proudly prove their commitment to prioritising positive change through design, but London-based collective Justified Studio can do just that. After three years of operations, the company has launched a new website to clarify how it does this, highlighting its key principles, sharing its creative approach and listing out new impactful client projects.
Since the launch of Justified Studio, the team have been exploring their brand values and understanding what sets them apart. The new website design reflects this journey and hones in on how the team is structured and their work to date.
"We took everything back to the founding skillsets we started the Studio with – strategy, design and technology," said Will Whiting, its co-founder and design director. "These three principals have been instrumental to how we've built our team, how we've taken projects and how we've built brands. With this core three-part setup, alongside our forward-thinking multidisciplinary team and creative collaborators, we manage to produce the work we have! We are now communicating our studio structure more coherently, allowing our clients to see, at first glance, where their task would fit in our working method."
By remaining selective of projects, the team seeks to connect and resonate with subjects and audiences in renewed ways.
At Justified, creativity and design underpin everything taken on – while also highlighting its potential to produce work with a positive, sustainable outcome. "By its very nature, good brand design and digital experiences seek to change perception on a given topic; to entice audiences with persuasive messaging to look at a subject or industry in a new way," adds Whiting. "In practice, it comes down to the partnership, client or collaborator we are working with."
With every client secured, the team looks at the brief through the lens of how the creative can attract broader and younger demographics while becoming a driving catalyst for action and change.
Following the uncertainty of the pandemic and Brexit, some businesses have waivered on their commitments to sustainable creativity, but Whiting says that that's no excuse. They should continue pushing for change even more.
"There is no denying that we are going through a paradigm shift and the recession, climate crisis and energy situation stands at the forefront," he says. "However, as priorities start to shift and competition gets tougher, it's important to take a moment to reflect, seek prospects and take risks. Being a creative studio, we can only do so much, but we often remind ourselves, and the businesses we work with that uncertainties also come with opportunities. There is a moment now coming out the back of the pandemic where companies can rethink how they operate and what they stand for. Genuinely impactful brands are purposeful and positive and seek to shift perspectives, remodel practices and make a change."
He advises other businesses to realign their purpose to drive relevant branded communications to more purpose-driven audiences. As governments are increasingly under pressure to address the public interest in sustainability and act on climate change, Whiting believes it's a profitable and creatively interesting time to invest in this space.
"A common misconception is that sustainable green initiatives are small projects," he says. "We are on the brink of a green revolution, and investments in green and climate tech are becoming prevalent. For us, it is financially viable to position the Studio into the future. We want to be working directly with the innovations that can help solve the crisis we are currently in. That is why we dedicate creative resources to those leading their sector, those using their voice, skillset or capital to drive us into a more optimistic future."